Branding the Story: Avoiding Ad-Product Detachment in Narrative Ads

Author(s)

Matthias Glaser, Heribert Reisinger

Organisation(s)

Department of Marketing and International Business

Publication date

2020

Peer reviewed

Yes

Austrian Fields of Science 2012

502019 Marketing

Keywords

Portal url

https://ucrisportal.univie.ac.at/en/publications/branding-the-story-avoiding-adproduct-detachment-in-narrative-ads(ae94c2da-42f6-4323-8f0e-e1fa35f37fff).html